Friday, 4 September 2020

The Economic Freedom Fighters notes the disgusting racist advert put out by pharmaceutical outlet Clicks, which displays the hair of Black women as inferior to that of white women. The advert, asserts visually and descriptively the natural hair of black women is damaged and dull while depicting the hair of white women as normal, fine and flat. It is inexplicable that this imagery can be portrayed, one which reinforces the racist narrative of the abnormality of blackness as opposed to whiteness as a standard.

Anti-black racism through the use of the politics of hair has been a benchmark of discrimination against black people across society and through various oppressive histories. In apartheid South Africa, the infamous pencil test was used to classify races, and when the pencil did not slip through hair, in a manner that it does in what is defined as "normal" and "fine" hair, this was a measure of concluding that one was part of the inferior black race.

In many historically white primary and high schools today, children are suspended, expelled and barred from writing their examinations on the basis of having "untidy" and supposedly "unkempt" hair, these labels are ascribed to black children who have Afro's, braids and various hairstyles which are common to black communities.

The transgression that Clicks has made goes far beyond a simple advert; rather, it represents a cornerstone of anti-black racism which manifests itself through the disregarding of black identity. It is part of a long history of making the features of black people abnormal, insufficient and uncivilised while presenting the white identity and features of white people as the standard for humanness and humanity.

Clicks must therefore be regarded as having committed a human rights violation in this regard because their advert is a perpetuation of the violence of colonialism and racism. All progressive forces must embark on direct action to ensure Clicks is held accountable for their racism, and this is not brushed under the carpet like many violations black people are confronted with in this country.

We are the black majority & should NEVER, EVER accept racism in any form. Our hair, our skin & our bodies, in our country & the world, MUST be respected, BY ANY REVOLUTIONARY MEANS NECESSARY! Blacks should go to Clicks & get their Justice, to hell with Reconciliation & Apologies! pic.twitter.com/fqbrcvMmpI

— Mbuyiseni Ndlozi (@MbuyiseniNdlozi) September 4, 2020

Text of the letter:

OFFICE OF THE SECRETARY GENERAL

CLICKS GROUP LIMITED

ART MR VIKESH RAMSUNDER (CEO)

14 TAMAR AVENUE,

LEAGLEN,

RANDBURG,

1709

Per email

04 September 2020

Dear MR VIKESH RAMSUNDER,

RE: URGENT DEMANDS IN RESPECT OF YOUR RACIST ADVERT

1. We address this letter to you as the EconomA Freedom Fighters (EH), with much irritation over the disturbing racist advert which you published on the 04 September 2020 and later withdrew due to public outcry.

2. We are an organization committed to fight, amongst other things, racism in all its shape and manifestation. It is our duty and obligation, to sharply raise and fight against racism which has the tendency of undermining human dignity.

3. We view your conduct to be disturbing and reminds us of our past painful history that was centred around racism that subjected black people to inhume treatment and conditions.

4. In this regard we demand that CLICKS:

4.1 Publicly list the names of all the clicks directors and employees who were involved in the commissioning of the said advert.

4.2 That all people who were involved in the commissioning of the advert in question, whether they be employees of CLICKS or independent contractors be dismissed with immediate effect.

4.3 Publicly list the name of service providers or contractors who commissioned the advert in question. 4.4 Publicly list the names of all directors of the company that commissioned the advert.

4.5 That the contracted company which commissioned the advert, must have its contract terminated with immediate effect.

5. We demand that the above must be executed within the next 24 hours, and confirmation be put in writing.

6. Should you not meet our demands above; we will close all CLICKS STORES in South Africa without any further notice.

7. We urge you to take this letter seriously, as it is our last and final communication with your organisation until our demands are met.

Revolutionary Regards

SECRETARY GENERAL

MARSHALL DLAMINI

ENDS

Issued by the EFF, 4 September 2020